Semir's Two Strategic Layout: Big And Hard To Weather

Four years of listing

In the public leisure and children's wear double line strategy began to tilt the side.

In Semir's latest 2014 earnings report, Semir children's clothing grew far more than casual wear, the number of stores is equal, Semir also intends to layout children's whole industry chain.

However, can Semir children's brand image stay at the middle and low levels to stabilize the children's clothing market?

Children's clothing business has become the main business of Semir's growth.

Semir's 2014 annual earnings report showed that Semir's main apparel business realized revenue of 8 billion 70 million yuan last year, up 11.8% from the same period last year.

The growth was faster and the operating income was 3 billion 167 million yuan, an increase of 24.91% over the same period last year. The growth rate was 5 times that of 4.69% of the public leisure wear.

It is understood that last year, Semir casual wear downward trend, to achieve the main revenue of 4 billion 903 million yuan.

The number of Semir children's clothing stores is also approaching the public casual wear. The main brand of Semir children's wear brand Bala Bara currently has 3540 stores in the country, an increase of 69 over the previous year.

In the same period, the number of stores for casual wear showed a downward trend.

According to the results, as of the end of last year, there were 3542 stores in Semir.

Compared with the 4420 in 2012, there were 878 reduction in three years.

Beijing Commercial Daily reporter called Semir to inquire about the company's situation, and the company's staff did not receive an interview on the grounds of Dong Mi's business trip.

along with

In case of cold, sales volume of Semir Volkswagen leisure series began to decline rapidly, and the sales volume of Barbara children's wear brand maintained a rapid growth.

Data show that Semir's public leisure wear business decreased by 12.64% and 4.04% respectively in 2012 and 2013, while the sales of children's clothing business increased by 3.02% and 19.9% respectively over the same period.

Semir clothing for children's wear market for many years, as early as in 2002, Semir launched the children's clothing brand balbala, and then joined the scale of expansion.

Semir derives its brand Minibalabala and mongdodo from Barbara.

In recent years, Semir has bought foreign brands Sarabanda and Minbanda to expand its brand coverage from 3-12 to 0-14 years old.

Semir chairman Qiu Guang and Zeng said that compared to the market size of China's 127 billion yuan children's clothing, Semir children's clothing development space is still very large, and the target market share is more than 10%.

However, in the increasingly fierce children's clothing market, Semir is facing more and more competitors.

According to the latest data, the size of children's clothing market exceeded 140 billion yuan last year, and at the same time, it will keep increasing at a high speed in the next few years. Especially the new policy of "separate two children" will highlight the rich consumption potential of children's clothing market.

In order to compete for the "big cake" of children's clothing market, more and more clothing brands began to layout children's clothing.

The sales channel of the children's clothing brand ME&CITY kids and Moomoo has been opened up, and the children's clothing business has been promoted in an all-round way. The women's clothing brand has bought last year's largest baby clothing product brand aka bang in Korea, and has entered the children's market.

Fast fashion ZARA, H&M, GAP and other brands have launched a series of children's wear, and even Dior, Armani and other international brands also enter the domestic children's clothing market.

Some analysts said that in the competition with the above brands, Barbara positioned himself from the aspects of quality, design and personality fashion.

The main battlefield is still in the three or four line market hovering Semir children's clothing intends to enhance the brand image.

Cheng Weixiong, general manager of clothing brand expert and Shanghai Liang Qi Brand Management Co., Ltd. seems to have difficulty in upgrading the brand.

Cheng Weixiong said that from the pformation of popular brands, the high-end clothing market is not difficult, including channels, products, mode and other aspects of pformation, there are many difficulties.

According to Cheng Weixiong, Semir clothing mainly adopts the mode of general distributor and general agent.

Against the backdrop of the development of the industry, the sustained growth of Semir brand is mainly supported by Semir's own support. Once the support goes down, it will be doubtful whether the brand can maintain sustained growth.

Whether the total agent or distributor is willing to abandon the real interests to pform the brand image to seek long-term interests is a difficult problem to enhance the brand image of Semir children's clothing.

Cui Hongbo, founder and chief executive officer of Shanghai Zheng Jian brand management consultant Co., Ltd., looks at the fact that Semir children's clothing is the most popular children's clothing market.

Cheng Weixiong believes that popular brands are

The advantages of the brand, the sustainable development of the future, the sink of the channel, the popularization of the brand, and the absorption of the high-end brand can serve as a complement to its business.